Five Rules of Marketing Insights from the Superior Engine Story

Author(s)

Bruce C. Sherony, Northern Michigan UniversityFollow
Irvin A. Zaenglein, Northern Michigan UniversityFollow
Michael F. Strahan, Northern Michigan UniversityFollow

Journal Title/Source

ASBBS E-Journal

Publication Date

2014

Volume

10

Issue (if applicable)

1

Page Numbers

60-73

Document Type

Journal Article

Department

Lydia M. Olson Library

Abstract

In the late 1890s, an exceptional product line of marine engines was developed in Marquette, Michigan. The authors trace the roots of these innovations and posit abstract marketing lessons from their insights. Five rules about marketing insights are suggested to play an important role in new product development. It is suggested that marketing people who practice these rules could improve their product and service innovativeness.

Recommended Citation

Sherony, Bruce C.; Zaenglein, Irvin A.; and Strahan, Michael F., "Five Rules of Marketing Insights from the Superior Engine Story" (2014). Journal Articles. 111.
https://commons.nmu.edu/facwork_journalarticles/111